I saw that one too, but wasn't too surprised because it seems a lot would go into putting together those kits. Keepsake also has single kits available for blocks of her designs...guess you could try one out, see if you really like doing them, and then decide whether to make the big investment!
I also wanted to echo what others said above.... it's all relative. I have friends in my sewing group who would not bat an eyelash about paying that much (one in particular; she and her husband are both attorneys, and they own lots of rental properties, so I guess they "have money" so to speak). Some of these ladies go to every single sewing event in the area, plus out of town trips all over the country, just to sew. Sometimes I'm just amazed at the amount of money they are spending for their hobbies (none of them sew professionally).